This study was conducted to examine the role of the 'Se'ate HIV' live radiornphone-in program of the Amhara Mass Media Agency in promoting freernand open public discussion, dialogue and debate regarding humanrnsexuality, especially of risky human sexual behaviors , and other sexualityrnrelated issues which have long been conceived as culturally taboo by thernsociety at large . To achieve the goal of this study, qualitative researchrndesign was found to be the best research methodological framework torngather data which are thought to be relevant to the study. To this end, thernstudy employed focus group discussions and individual in-depth interviewsrnas tools to generate data from sexually active age brackets ranging fromrn15 to 49years old who are inhabitants of Bahirdar town . The study alsornemployed individual in-depth interview with key informants who are, onernway or the other, believed to be highly concerned with the issue. Thernpaper also attempted to review theories, models and approaches that gornin line with the media and HIV/AIDS communication interventions . Finally ,rnthe findings of the study showed that the program is found to play nornsignificant role in empowering its target audiences to make open and freernpublic discussion , dialogue and debate about risky human sexualrnbehaviors and other sexuality related issues, which are potentially believedrnto exacerbate the prevalence of the epidemic in the area. The programrnfails to consider the socio-cultural context, interests', needs' and levels' ofrnunderstandings of its target audiences. It is also found out that thernexistence of one line telephone system in the studio, absence of delayrnmachine, cost of phone calls, inconvenient of broadcasting time andrnshortage of airtime slot are potential hurdles that affect the program tornpromote open and free public discussion, dialogue and debate about riskyrnhuman sexuality and other sexuality related issues on the part of its targetrnaudiences.